Maxine Daley Locher, an agency creative for nearly three decades, died in California this month at the age of 83 from pneumonia.
Ms. Daley, as she was known by her maiden name to ad world, held creative posts at Bates Advertising and JWT in New York and Erwin Wasey Advertising and SSCB/Lintas in Los Angeles. Creative credits include launch campaigns for Carnation instant breakfast and breakfast bars and work for Gallo Winery.
A real-life Peggy Olson from Mad Men, Ms. Daley became a creative during an era when women in advertising were more likely to be secretaries. She began her career at the Los Angeles office of Foote, Cone & Belding, which merged with Draft in 2006 to become the Interpublic agency Draft FCB. Born in Glendale, Calif., Ms. Daley survived her deceased husband Harold Locher after more than 60 years of marriage and is survived by her son Bruce Locher. She left advertising in 1983 to pursue a career in art and antiques.